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An overview of chapter 1 from the mass communication course (mscm 150 sp10) focusing on key concepts such as medium, mass, functions of mass media, elements of media literacy, media awareness, and economic foundations. The document also introduces the eight trends in mass communication.
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MSCM 150 Sp Week 1 Chapter notes VIVIAN – Chapter 1 The media are ubiquitous. We live in a culture that is saturated by mass media content. Key Concepts Medium: a technology that comes between the sender of the message and the receiver of the message Mass: a large audience for media messages (one source to many receivers) Therefore - A mass media organization utilizes technology to send messages to large audiences. Functions of Mass Media Information Entertainment Persuasion Community building through personal dependence These functions create a culture of media dependence , a symbiotic relationship of citizens and content providers. Elements of Media Literacy Factual foundation Media dynamics Media effects Media issues Elements of Media Awareness Form Message (content) vs. messenger (distribution) Motivation awareness (of the content provider) Limitations Traditions
Myths Economic Foundations Mass media function under an economic imperative. Media enterprises must be supported by at least one sustainable revenue stream: Advertising Circulation Subscriptions/Donations Private Support Government Support For the most part, mass media enterprises are owned and operated by international corporations. The 8 Trends in Mass Communication Demassification (Vivian - Fragmentation) Concentration (Vivian – Conglomeration) Convergence Interactivity Globalization Political Controversy New Conceptions of News New Conceptions of Audience & Community